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Bolthouse Farms Advertising Deck
- 1. Taking you to the Next Level Mie Mike Ranalli Georgie Porter Sarah Noell Nadja Perez Maddy Clark
- 2. ExecutiveSummary 1 2 3 4 5 6 7 8 9 10 11 12 13 14 - 17 18 19 20 - 21 22 23 24 - 25 26 27 - 31 Table of Contents Executive Summary Agency Identity History of Bolthouse Farms Environmental Forces Competitor Analysis SWOT Analysis Objectives & Budget Research Brand Value Proposition Target Market Campaign Strategy Big Idea Creative Strategy Executions Creative Testing Media Objectives Media Outlets Media Budget Media Schedule Brand Activation Srategy Campaign Evaluation Appendix 1 Bolthouse Farms Smoothies are all natural, non GMO beverages that are sold on a national scale by Bolthouse Farms under the umbrella of Campbell’s production. Bolthouse Farms produces delicious, all natural smoothies that are healthy and convenient. However, consumers are unaware of the Bolthouse Smoothies presence in the marketplace. We’ve found that consumers feel strongly about maintaining their health but have a hard time taking part due to their busy lifestyles. Roots Agency plans to inform consumers about Bolthouse Smoothies, and their necessity in a healthy day to day life by using their advertising plan as the vehicle to accomplish this goal.
- 3. AgencyIdentity 2 Roots Advertising Solutions is an inventive advertising agency that works with a brand to transform its core values into more marketable solutions. Based in Ithaca, NY, we are composed of young, creative, Ithaca College students determined to provide clientswithimaginativeadvertisingcampaigns.Westartbyexaminingaclient’sbrand.Welookatit’scorestrengths,weaknesses, and their position in the marketplace. Once we define the original strengths that makes the brand great, we evaluate where the company stands now, and create solutions as to where they want to be. Through leading strategies and executions, we transformabrandwhilestillretainingoriginalvalues.AtRootsMarketing,wereinventyourroots.Next,webrainstorm,coming up with innovative ideas to help reach the objectives of the brand.Once we have our ideas hashed out,we transform and tweak to reimagine new marketing solutions.The last step in our process is evaluating the success of the campaign that we created. 1 Listen 2 Pinpoint 3 Brainstorm 4 Transform 5 Evaluate
- 4. HistoryofBolthouseFaRMS 1915 1950 1959 1990 1997 2002 2003 2004 2007 2010 2012 The Bolthouse family starts commercial vegetable farming in western Michigan. Bolthouse Farms is a leading supplier of carrots to Midwest processors like Gerber,Campbell’s and Heinz. William Bolthouse spearheads modern packaging technology by building a fresh carrot cellophane packing facility.We begin marketing to supermarkets and chain stores.These are the first bagged carrots. The Baby Carrot is born.Bolthouse Farms introduces ready-to-eat cut-and-peeled carrots,marketed under the name“Shortcuts.” Bolthouse began marketing carrot juice and fresh ingredientproduction Organic carrot farming production begins. Several new business lines begin,including super premium beverages,frozen carrot business and our Hydrobind®fiber business,which adds a boost of vegetable fiber to products. We acquire a processing facility from Mercer Ranch in Prosser,WA.This local footprint in the Northwest gives us shorter distances to market and reduces our carbon footprint. We begin manufacturing yogurt-based dressings.The yogurt base gives the dressings fewer calories while preserving taste. Bolthouse Farms launches“Eat‘Em Like Junk Food”marketing campaign,bringing baby carrots into the snack food spotlight Bolthouse Farms is purchased by Campbell Soup Co. 3
- 5. EnvironmentalAnalysis Bolthouse Farms has a zero tolerance policy for slavery and human trafficking. It is our missiontoverifythateachsupplierisawareofthatpolicyandanytraceofhumantrafficking will result in a ceasing of further business with that supplier. Each Audit is conducted by Bolthouse Quality personnel who are professionally trained for this issue. Since 2012, all vendors must certify their agreement to our Supplier Code of Conduct. All suppliers must also complete a Sustainability Acceptance Questionnaire which addresses labor standards. Furthermore,Bolthouse Farms is also on a social media campaign to support a healthy diet. A campaign was created with the hashtag #urwhatupost encouraging their followers to post pictures of healthy plates of food to promote healthy eating.The progress is tracked by a“Food Porn”index on the company website. Because of Bolthouse Farms pledge to health food products consumers are faced with the decision to buy the more expensive prices compared to regular juice prices. Bolthouse Farms Smoothies commitment to the inclusivity of fresh fruit and high vitamin and fiber contentincreasesthepriceofanindividualsmoothiecomparedtothelowercosthighsugar smoothie drinks. However, in their competitive market Bolthouse Smoothies are sold for a cheaper price than Naked Smoothies. When deciding between the two, consumers don’t have to sacrifice health due to their economic status,they can simply go with Bolthouse. At Bolthouse farms we are committed to protecting the environment while safely and efficientlydeliveringourproduct.Wereclaimourusedwaterandsoilinlocalreplenishment projectsandmostofourenergycomesfromthesolarpanelsbuiltonourfarms.Ourcertified Good Agricultural Practices (GAP) program ensures that our soil practices prevent erosion, protect the water we use, and provide protection for the consumer and the workers. It is our priority to use recyclable packaging for all of our products, even down to the dressing containers which ose PET #1 recyclable. Our circular overhead pivot sprays have high- efficiency nozzles that use 20% less water, further increasing the conservation of water at our farms. Sociocultural Forces Economic Forces Environmental Trends 4
- 6. CompetitorAnalysis Naked Fruit Jucies & Smoothies Strengths Strong brand-recognition for fruit smoothies. Produces a wide variety of non-GMO certified products. Shows corporate social responsibility with a commitment to sustainability, producing juices in a LEED certified building. Weaknesses Still experiencing criticisms and negative brand image association by some after dealing with the lawsuit concerning the legitimacy of their products being “all-natural,” back in 2013. Despite being a non- GMO certified company, the lawsuit claimed that the company uses genetically modified organisms in its Naked juices, thus questioning the legitimacy of this claim by the brand. v8 V-Fusion Fruit Juices & Smoothies Strengths Offersawidevarietyoffruitjuiceflavors,allmadewith 100% juice. All fruity beverages offer one serving of fruits and one serving of vegetables as well. Products are made available in multiple sized containers, including a kids drink which may be appealing to young mothers. Weaknesses Brand is most well-known for vegetable drinks. Focus of V8 products is on consumers getting their daily dose of vegetables, rather than fruit. Puts strength of organization on vegetable drinks rather than fruit- based drinks. CompetitorAnalysis 5
- 7. Strengths Healthy On-The-Go Innovative Easy to access; affordable Strong branding Product variety Transparency Opportunities Continual trend towards healthy options Cross-generational use of social media and other platforms Growing economy supports people trying new things; splurging Eco-friendly trend; GAP farming at Bolthouse Weaknesses Not very well known Small marketing budgets Virtually no ad campaigns for juices to speak of Lack of brand voice THreats Consumer distrust of non-organic produce Brand loyalty to larger,more established brands SWOTAnalysis 6
- 8. Objectives&Budget Objectives Marketing Objective The marketing objective of this campaign will be to increase sales of Bolthouse Farms smoothies by 10%. This will be achieved by highlighting the convenience and health benefits of the product. Advertising Objective Within the target market of women and men aged 25-49, we will attain 70% comprehension and 50% conviction with a campaign that will reach 70% of the target market at least four times. Timeframe ThecampaignwillrunforoneyearbeginninginJanuary 2016, and ending in December 2016. The campaign will utilize a pulsing strategy, marked by continuous communication and heavy-up curing key periods for brand sales and awareness throughout the year. Budget Summary The campaign will run on a budget of $14 million. The following chart represents the breakdown of spending as allocated to best meet the set objectives. 7 Print-26% Transit-15% Online Video-15% Internet Display 35% Paid Social-2% Contingency-7%
- 9. Research Objectives Primary Research Methods ThissurveywascreatedandconductedusingQualtrics. All 57 participants surveyed took the survey online through a link posted on various facebook pages, and their anonymity has been retained through the entire process. The survey was estimated to take less than 3 minutes to complete and consisted of 8 exhaustive multiple choice questions. Discoveries We found that 72%,or 41 of our respondents had never even had a Bolthouse Fruit Smoothie, and only 2%, 1 respondent claimed to not liking them. Amazing Mango was the most favored by our respondents. 11%, or 6 respondents said their favorite was Amazing Mango, 7%, or 4 respondents favored Strawberry Banana,4%,or2respondentspreferredBlueGoodness, 2%, 1 respondent favored C-Boost, likewise with Green Goodness, and one respondent selected “Other” implying that their favorite flavor was not listed. Secondary Research Methods We centered our secondary research on the online presence of Bolthouse Farms and the way in which they occupy their online share of voice. Furthermore, we reseearched the target market in- depth through use of Simmons OneView, all data from which can be found in the appendix. Discoveries Fromtheirwebsite,weconcludedthatalthoughBolthousehasmore followers on Instagram and Facebook than some brands, such as Odwalla, they have significantly less followers than Naked Juice. A lotofpeople,however,sharethepostswhichisagoodmeansforthe brand to create more brand awareness. The majority of their posts are about eating healthy.They post tips and benefits of doing so,to which consumers online are very responsive. These posts led us to believe that one of their main objectives is to convince people that they should want to eat healthier,specifically by eating more fruits and vegetables. Other posts about recipes suggest that Bolthouse wants to show versatility and extra benefits in their products. 8 To find what kind of brand awareness exists around Bolthouse Farms Smoothies To find out if there is any nefative sentiment towards Bolthouse Farms Smoothies To understand the online presence Bolthouse Occupies and the tone they employ in consumer intaractions
- 10. BrandValueProposition Functional Benefits Emotional Benefits Self-Expressive Benefits Bolthouse farms provide delicious smoothies that are the perfect fit for anyone on the go and looking for a healthy alternative. The smoothies are bottled with appealing packaging, making the drinking experience more enjoyable. Bottles are easy to open,and when you are done,they are easily resealable with a screw oncap.Therearealsodifferentbottlesizes,soyoucanhaveapersonalsmoothie or buy one to share! When people pick up a bolthouse drink, their self esteem is instantly boosted since they know they are making the healthier decision by choosing our brand. Not only are we healthier next to a carbonated high calorie energy drink, but we are also environmentally friendly. When customers purchase our brand they know they are making a difference in the world because of our recyclable packaging and sustainable farming methods. On top of all the feeling good about doing good, Bolthouse farms also has seasonal drinks celebrating our favorite holidays! We have drinks such as “Holiday Nog” to get people in the holiday spirit. Every Bolthouse customer has a go-to personal favorite flavor.This is a way to express yourself as an individual with your own unique taste buds. When our customers drink their favorite bolthouse flavors they feel like superheros or even Pop-eye,especially our moms and dads during hectic weekday mornings. 9
- 11. TargetMarket Primary Market: Men & Women Age 25-49 Meet Susan Susan is a 29 year old nurse living in Atlanta. She and her longtime boyfriend both work full time and Susan tends to work overtime on most weeks. She very much values her health and wellness, and takes an active role in it. She exercises regularly at a gym and works towards eating a healthy and balanced diet but she feels like she could do a better job if she didn’t have such a demanding career.She utilizes bottled smoothies to help her maintain her health goals while also helping her power through her day.Susan is always looking for something to keep her energized and feeling confident in her nutritional choices,but also something that she can conveniently have at work in between patients. Meet Malcolm Malcolmisa45yearoldarchitectlivingoutsideofBostonwithhiswifeandkids.Heworks full-time in the city and commutes by car. Outside of work he spends as much time as he can with his family, barbecuing and playing games as well as managing his fantasy football team.Although he only really gets a chance to work out at the gym once or twice aweek,helikestokeepupwithhishealth,particularlywhenit’sconvenient.Eventhough he likes to stay somewhat fit, he will indulge in foods that aren’t good for him because he feels very in control of his health and weight. He drinks bottled smoothies mostly becausehelikesthetaste,butalsobecausetheykeephimfullinbetweenmeals.Hiswife also pressures him to maintain a healthier lifestyle and he finds bottled smoothies to be a happy medium between healthy & tasty. 10
- 12. CampaignStrategy The Challenge Key Insight The Bolthouse Promise Bolthouse Farms Smoothies are not well known. This is partially due to lack of marketing and partially due to a lack of focus on eating fruits & vegetables in the general population. In this sense, the combination of these two factors create a challenge for Bolthouse to mount on both the brand and consumer side of the equation. Through our primary and secondary research we found that the majority of the general population likes to align themselves with healthier lifestyles, regardless of whether or not they follow through. We also found that the target market tends to engage in somewhat of a busy lifestyle that doesn’t lend time to healthy behaviors such as consistent exercise, healthy cooking and meal planning. Furthermore, the target market is experiencing a shift in the way they approach their lives from that of a carefree young adult to an adult that is highly aware of the effects of getting older on their bodies in the short-and long-term.These consumers have reached stability,financially and socially,and are focusing on larger issues such as their health. Bolthouse Farm Smoothies are easy to integrate into your life as a healthy and substantial option as either an addition to a meal or a midday pick-me-up. 11
- 13. The Big Idea Taking you to the Next Level 12
- 14. CreativeStrategy 13 Creative Strategy Art Direction Copywriting The life of an average 25-49 year old is nothing less than hectic, and at Bolthouse our goal is to let our target market know that getting the fruits and veggies they need no longer has to be a hassle. Through our campaign strategy, we want eachofthemtotrustthatBolthouse is the perfect choice in any given situation whether it be on the run, atthegym,orwhenyoujustneeda midday pick-me-up. Our campaign strategy will focus on those who are on the go, emphasizing that drinking a Bolthouse smoothie will be take you to the next level. In almost every part of our campaign, we have included a lightning bolt whose color compliments the rest of the ad. This bolt symbolizes the energy and satisfaction received when drinking a Bolthouse smoothie. Because Bolthouse isn’t a known brand by name, we decided that the lightning bolt will help the brand become more recognizable. In each print ad we have added a scenario in the background where one would drink a bolthouse smoothie to give the audience a chance to relate to the product’s benefits. Our campaign strategies theme for copyright is to keep it simple and motivating. Because each ad’s design is so thought out and strategic, we use short sentences like“Takingyoutothenextlevel”or “Put a little bolt in your day” as the large text because it compliments the design. Each magazine print ad will have the same wording, though the words in parenthesis will match the theme of the Ad. The goal of each ad is to make the product and the name memorable.
- 15. PrintExecutions 14 “Here’s to all of those who over-slept, have hectic mornings, or just needamiddaypickmeup.BolthouseSmoothiesareaperfecton-the- go blend of delicious fruits and veggies that get you through those moments. Whether you’re on the treadmill or on call, bring yourself to the next level with Bolthouse.” “Parents who just cant seem to make mornings easier, this one’s for you. Bolthouse understands that somethimes you just need a quick, on the go breakfast altenative that is healthy, delicious, and affordable. No more skipping meals and no more settling for less! We’vegotyoucovered.Grabandgoonwithyourdaywithalittlehelp from your favorite carrot farmers at Bolthouse.“ “You no longer need to compromise your gains for good taste. Bolthouse farms introduces an alternative for all the gym addicts tired of measuring, mixing, and shaking protein powder. This grab- and-go smoothie is ideal for anyone looking for a delicious change in their routine.Put a little bolt in your day.” The bottles on all print advertisements willpeelofftorevealacouponontheback of the removable part. This can be bused at any place where Bolthouse Farms Smoothies are sold.
- 16. PrDigitalExecutions 15 Banner Advertisements The online banner ads will toggle between the two images above, with the text fading in & out and the bottles flying in from the bottom edge after text is set in a one-by-one fashion with minimal time between them.
- 19. 18 CreativeTesting LOVE them!! I would buy it. Yes, I would buy the product! Im all about a quick smoothie in the morning! It makes me think of bolthouse less like a smoothie and more like an energy drink... i like how you showed different situations to drink them in too. I really like the Customizable ads... showing different situations. THey make me feel Like I want to buy the product. “ ” “ ” “ ” “ ” “ ” We shared our big idea and creative executions with people through e-mails, face to face interviews, and social media messages. We were pleased to receive positivefeedback,mostofthemrevolvingaroundthe image of the“bolt”used in our print advertisements. If the name Bolthouse was not familiar before,it will benowbecauseoftheuseofthislightningbolt.They enjoyed the relatability of each magazine ad--more specifically the faded background of each scenario in which someone could find themselves needing a Bolthouse Smoothie.The word “energy” was used often to describe how the ads made them feel, mostly because of the vibrant colors, word choice, and use of shapes.Most expressed that the creatives madethemwanttopurchasetheproduct,orarenow curious to learn more.
- 20. MediaObjectives 19 Target Audience The target audience for this campaign is both men & women aged 25-49. This group is the primary audience because they encompass a group of people who are stable enough in their personal and professional lives to spend time and energy caring about their health and well being, as well as showing a strong tendency towards trying new health trends and products. This market also represents a group that is shopping for multiplepeopleincludingtheirchildrenandsignificant others and is responsible for healthy options being available. Message Weight This audience is working full time, and communiting to office jobs ia public transit and car. They are highly active online in both social media sites and blogs. The target also watches both network shows and cable channels such as TBS and MTV. Because of the media habits, a heavier message weight will be applied to bothmagazineandvideoadvertisementswithalighter weight on digital and out of home advertisements. Geographic Scope Because of the national sales objectives of the campaign, our media strategy will focus largely on national media as well as heavy-up in key markets such as large cities and surrounding residential areas in the South and Northeast. Continuity The campaign will feature a pulsing media strategy, withconsistentpresenceofpromotedsocialmediaand digital advertisements as well as heavy-up during key months and brand activations through magazines and other traditional media. Dimensions of Media Mix Online Video: 30 seconds Magazine: three ads with peel off coupons; targeted towards men,women and parents. Internet: 468x60 banner ad Transit: bus shelter ad at 67”x 46”and wraps on 20 regional Bolt Busses
- 21. 20 MediaOutlets:PRint Real Simple Circulation: 2,011,092 Frequency: Monthly Real Simple is a women’s interest magazine that focuses on topics like housekeeping,childcare, cooking and general wellbeing. Real Simple’s readership matches up with the women in our primary audience,allowing us to align Bolthouse Farms Smoothies with Real Simple’s message of everyday upkeep and wellbeing. Mens Health Circulation: 1,918,387 Frequency: Monthly Men’s Health is the world’s largest men’s magazine brand with 40 editions in 47 countries.As a best selling magazine,Men’s Health offers lifestyle topics like fitness,nutrition,fashion and sexuality. Men’s Health is a trusted outlet for men in our target audience.Our goal is to make Bolthouse Farms Smoothies a lifestyle choice that is socially smart and health conscious,Men’s Health has the ability to frame Bolthouse Smoothies this way. Parents Circulation: 2,215,645 Frequency: Monthly Parents magazine addresses information about child health and behavior as well as women’s health,nutrition,pregnancy,marriage and beauty. As it is primarily aimed at women ages 18- 35 with young children it aligns with the women in our primary audience. Our goal is to make Bolthouse Smoothies a lifestyle choice in young families which can become an easy repeat purchase.
- 22. MediaOutlets:Digital&Transit 21 Hulu Pre-roll Video we selected Hulu for our preroll video because the nature of advertisements on the site increases the Video Completion Ratefortheadswhilealsohittingthetargetaudiencewhere they are. The ads will run for 6,000,000 impressions during each month that advertisements are bought on each show (totalling four months). Scandal Roots chose Scandal for our preroll video ads because of the popularityoftheshowandthehighconcentrationofwomen aged 25-49 in the audience of the show. Modern Family Roots chose Modern Family as our second show because of the high concentration of the target audience watching the show as well as the tendency of the show viewers to either have a family or be inclined towards stating a family. The DAily Show RootschoseTheDailyShowwithTrevorNoahbecauseofthe broad reach of the show, as well as the high proportion of men in the target audience that watch the Daily Show. Online Display Weather Roadblock We found that our primary audience often checks weather sitesregularlyandincreasesduringstormseason.Bolthouse Smoothies will advertise on weatherbug.com, weather.com, accuweather.com to form a kind of digital ad roadblock during storm seasons to increase comprehension and conviction. Foxsports.com & cnet.com We chose foxsports.com and cnet.com to reach the men in our primary audience. We based our scheduling around major sports games and technology releases that garner traffic on the sites respectively. Familyfun.com & diy.com We chose familyfun.com and diy.com to reach the women in our primary audience. We found that women regularly visit thesitesandthereforealignthemselveswithalifestyleimage that Bolthouse Farms Smoothies can easily fit into. Paid Social OurInstagrampostswillappeartoourtargetaudienceduring our brand activation periods as well as promoted Facebook adsthroughouttheyearbasedonthehighsocialmediauseof our primary audience. Bolt Bus Wraps Bolthouse Farms Smoothies will garner attention from advertising on Bolt Buses because of their constant transport from suburb to city. This will gain the attention of commuters andcitydwellersinourtargetaudienceinacosteffectiveway. The wrapped busses will be a part of the Northeast Fleet. Bus Shelters New York, Atlanta, Chicago and Nashville are all cities that Bolthouse Farms Smoothies primary audience resides in. The city is an on-the-go environment that fits well with Bolthouse Farmsimageofhealthyconvenience,aswellasthecountysize with the highest rate of Bottled Smoothie Drinkers.
- 23. 22 MediaBudget 2 0 1 6 Jan Feb March April May June July Aug Sep Oct Nov Dec 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Magazines Executions Cost Real Simple 6 $1,381,200.00 Men's Health 5 $1,189,900.00 Parents 5 $1,033,000.00 Total 16 $3,604,100.00 Transit # of Days Cost Bus Wrap 150 $2,000,000.00 Bus Shelters New York City 120 $50,436.00 Chicago 120 $16,314.00 Atlanta 120 $5,373.00 Nashville 120 $7,908.00 Total 630 $2,080,031.00 Hulu Preroll Impressions (000) Cost Modern Family 24,000 $720,000.00 Scandal 24,000 $720,000.00 The Daily Show 24,000 $720,000.00 Total 72,000 $2,160,000.00 Online Display Impressions (000) Cost weatherbug.com 120,000 $1,200,000.00 weather.com 120,000 $1,200,000.00 accuweather.com 120,000 $1,200,000.00 foxsports.com 10,000 $100,000.00 cnet.com 40,000 $400,000.00 familyfun.com 40,000 $400,000.00 diy.com 40,000 $400,000.00 Total 490,000 $4,900,000.00 Paid Social Impressions (000) Cost Promoted Instagram 150 $150,000.00 Sponsored Facebook 150 $150,000.00 Total 300 $300,000.00 Contingency Cost Brand Activation $700,000.00 Contingency $250,000.00 Total $950,000.00 Total $13,994,131.00
- 24. MediaSchedule 23 2 0 1 6 Jan Feb March April May June July Aug Sep Oct Nov Dec 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Magazines Impressions (000) Real Simple 1,975 1,975 1,975 1,975 1,975 1,975 11,850 Men's Health 1,800 1,800 1,800 1,800 1,800 9,000 Parents 2,200 2,200 2,200 2,200 2,200 11,000 Total 31,850 Transit Impressions (000) Bus Wrap 2,100 2,100 2,100 2,100 2,100 10,500 Bus Shelters 0 New York City 4,203 4,203 4,203 4,203 4,203 21,015 Chicago 1,360 1,360 1,360 1,360 1,360 6,800 Atlanta 448 448 448 448 448 2,240 Nashville 659 659 659 659 659 3,295 Total 43,850 Hulu Preroll Impressions (000) Modern Family 6,000 6,000 6,000 6,000 24,000 Scandal 6,000 6,000 6,000 6,000 24,000 The Daily Show 6,000 6,000 6,000 6,000 24,000 Total 72,000 Online Display Impressions (000) weatherbug.com 30,000 30,000 30,000 30,000 120,000 weather.com 30,000 30,000 30,000 30,000 120,000 accuweather.com 30,000 30,000 30,000 30,000 120,000 foxsports.com 4,000 3,000 3,000 10,000 cnet.com 15,000 15,000 10,000 40,000 familyfun.com 10,000 10,000 10,000 10,000 40,000 diy.com 10,000 10,000 10,000 10,000 40,000 Total 490,000 Paid Social Impressions (000) Promoted Instagram 30 30 10 15 15 15 15 10 10 150 Sponsored Facebook 20 15 5 10 10 15 15 10 5 10 20 15 150 Total 300 Contingency Brand Activation Contingency Total 638,000 All Impression counts are notated in thousands.
- 25. 24 BrandActivation Objective Create a connection between the product and consumer through daily use. Strategy We will launch an instagram contest called “The Next Level Challenge” calling individuals to action by challengingthemtoreplaceoneoftheir unhealthy snacks (or light meals) with a Bolthouse Smoothie and a Cliff Bar. This is a 10 day challenge. Simply use the hashtag #NextLevelChallenge and tag @BolthouseFarms and consumers will be automatically entered to win our grand prize, an all-expense paid week long trip for two to Maui, Hawaii. Winner will be randomly selected. For individuals who complete the challenge and record it on instagram, they will receive coupon books. Objective Promote Bolthouse as a healthier pick-me-up that is just as convenient as “that unhealthy snack you’ll regret eating later.” Strategy Place “Bolt-Boxes” in various cities across the country. Commuters and city-goers will be drawn to the boxes with vegetable-shaped footprints leading them to our box. They will advertise the chance for a free drink andmessagesrelatingtoourobjective. Theboxeswillbevendingmachines;all containingvariousflavorsofBolthouse smoothies. Using a digital screen, people will choose their beverage and have the opportunity to take a picture on the adjacent side of the box in front of our fun backdrop.The picture will be sent to their email with a call to action to post on Facebook, Instagram, or Twitter. Objective Create a partnership with Cliff Bar and influence people that it’s never a bad time to start their New Year’s Resolutions Strategy ThroughapartnershipwithClifBar,we willusesocialmediatoconvincepeople question why they have to wait until NewYear’stostarttheirresolution.We will encourage them to step up to the challengebypostingapictureorstatus about exercising and starting fresh. The first 200 people to do this and use the hashtag, #AllYearResolution, will win a free adult-lunchbox. This “lunchbox” will comprise of coupons for free Bolthouse smoothies and Cliff Bars. Each box would contain enough coupons to carry the consumer through the Next Level Challenge. We will send them in the mail in the form of a lunchbox, and it will have the ability to transform into a reusable shopping bag, thus further promoting the Bolthouse Brand Next Level Challenge Bolt Boxes Not YOur New Years Resolution
- 26. 25 BrandActivation Jan Feb March April May June July August Sep Oct Nov Dec Next Level Challenge Bolt Boxes Not Your New Years Resolution Social Media Promotion of Brand Activation Brand Activation Schedule
- 27. Evaluation 26 Month Comprehension Increase Conviction Increase Sales Increase January 10% 5% 1.4% February 9% 4% 1.2% March 3% 2% 0.6% April 5% 5% 0.9% May 7% 7% 1.3% June 5% 3% 0.4% July 3% 2% 0.3% August 7% 6% 1.1% September 9% 7% 1.4% October 5% 4% 0.7% November 4% 3% 0.4% December 3% 2 0.3% Total 70% 50% 10% Roots Advertising Solutions had three objectives, to increasecomprehension of Bolthouse Farms Smoothies by 70%, increase conviction by 50% and increase sales by 10%. The table and charts below represent our prediction of how comprehension, conviction and sales will increase based on our media schedule. Comprehension & Conviction Sales
- 28. Appendix:AgencyBios Sarah Noell Sarah Noell is a junior Integrated Marketing Communications major with a minor in English from New Hartford, Connecticut. She currently works for Campus Center Event Services at Ithaca College as an operationsmanagerandisalsothePresidentofIthacaCollege’sweeklyOpenMicNight. Sarahispassionate and driven to be a spokesperson for the arts and is dedicated to continuing a career in supporting local artisans. Mike Ranalli Mike Ranalli is a junior from Skaneateles, NY studying Integrated Marketing Communications and minoring in music; concentration voice. He currently works closely with The DeSantis Orchestra of Syracuse, Skaneateles YMCA, and American Eagle Outfitters of Ithaca. He is a member of Mu Phi Epsilon, a professional fraternity organization that strives to serve local communities, the nation, and world with service through music. Georgie Porter Georgie Porter is a senior French and Francophone Studies major with a minor in Integrated Marketing Communications, from Northport, New York. She is actively involved in the foreign language department, including being an undergraduate assistant and a tutor.Her passion for learning languages has helped her becomehighlyproficientinFrenchandSpanish.ShealsocurrentlyworksasaStudentDevelopmentOfficer communicating with alumni to ameliorate alumni relations with the college.. Nadja Perez Nadja Perez is a sophomore Integrated Marketing Communications major from West New York. She actively involved in Ithaca College’s television network as the Gossip host for Entertainment Exclusive. Her good eye for design has driven her to be skilled in photoshop, indesign, and powerpoint. She is also the proud owner of 5 cats. Maddy Clark Maddy Clark is a Junior Integrated Marketing Communications major from Boston, MA. Maddy currently worksfortheMoreThanMeFoundationastheStudentOutreachCoordinatoraswellasbeingtheMarketing DirectorforICMoreThanMe.SheisactiveonboththeStudentSocialMediaStreetTeamandPitchPleaseA Cappella.She looks forward to a career in Media Research and Planning.27
- 30. SurveyResults 29 This survey was created and conducted using Qualtrics. All 57 participantssurveyedtookthesurveyonlinethroughalinkposted onvariousfacebookpages,andtheiranonymityhasbeenretained through the entire process. The survey was estimated to take less than3minutestocompleteandconsistedof8exhaustivemultiple choice questions.77% or 44 of our participants were female, and 23% or 13 were male. Participants varied in age, ranging from under 18 to over 60. As shown above, a majority of our respondents were between the ages of 18-24, approximately 74%, or 42 individuals.There were 9 respondents under the age of 18, or 16%, and 6 respondents over the age of 40,or 11%. The survey was designed to start off with broad questions and funnel down into specifics about Bolthouse Smoothies. The followingchartshowsoursurveyedresponseswheninquiredasto frequency of fruit based drink consumption. As the surveyed data above supports, we experienced a wide range in responses in reference to the frequency of consuming fruit based drinks in general. We then made an inquiry of our respondents eating habits, specifically to what degree they concern themselves with making healthy eating choices. Throughthis,wegainedsomeinsightastopeople’sconcerns towards the nutritional value of what they consume. We found that 40%, or 23 of our respondents selected 5 out of 7 on the Likert scale, implying that they do concern themselves with healthy eating. Through these responses we can conclude that 70%,or 40 of our respondents concern themselveswithhealthyeating,11%,or6donot,and19%,or 11 are neutral on the subject. After gaining insight on our respondents health consciousness, and their frequency of fruit based drinks, we then asked them how they felt about fruit smoothies in general,and asked them to express their feelings on a Likert scale.
- 31. 30 Our respondents clearly expressed a bias towards fruit smoothies shown by 81%, or 46 individuals surveyed selecting a 5 or above on the Likert scale, likewise 6%, or 3 selected 3 or below, and 14%, or 8 selected 4 implying their neutral feelings towardsfruitsmoothies.Noindividualsselected1implyingthat they hate fruit smoothies. Next, we inquired as to the familiarity of Bolthouse Smoothies with our surveyed. We found that 33%, or 19 individuals were familiar with Bolthouse Fruit Smoothies, however 67%, or 38 of our respondents were not. Wethenaskedourrespondentstoexpresstheirfeelingstowards Bolthouse Fruit Smoothies specifically on a Likert scale. With such a significant percentage of our respondents not being familiar with Bolthouse Fruit Smoothies, 75%, or 40 individuals expressing neutral feelings is justifiable. 22% or 11individualsexpressedtheirvaryingpositivefeelingsabout Bolthouse Fruit Smoothies, while only 4%, or 2 respondents expressed their distaste. Finally, we asked our respondents to tell us which flavor of Bolthouse Fruit Smoothies was their favorite listing many popular flavors as well as an “other” option, or in the case that they have never had one, we made this question exhaustive by offering “I have never had a Bolthouse Fruit Smoothie”option,as well as an“I do not like Bolthouse Fruit Smoothies”option. We found that 72%,or 41 of our respondents had never even had a Bolthouse Fruit Smoothie, and only 2%, 1 respondent claimed to not liking them. Amazing Mango was the most favored by our respondents. 11%, or 6 respondents said their favorite was Amazing Mango, 7%, or 4 respondents favored Strawberry Banana, 4%, or 2 respondents preferred Blue Goodness, 2%, 1 respondent favored C-Boost, likewise with Green Goodness, and one respondent selected “Other” implying that their favorite flavor was not listed.
- 32. Sources 31 Situation Analysis www.bolthousefarms.com http://www.foodandwine.com/fwx/food/can-campaign-healthy-food-porn-make-us-eat-better/ SimmonsOneView 12-Month Study Bolthouse & Competitor Social Media Media Buys http://www.menshealthmediakit.com/rates/yyqigbk0vtcljk1f5bvlygg7g871qe http://www.realsimple.com/microsites/media-kit/images/magadrates.pdf http://www.realsimple.com/microsites/media-kit/images/magaudience.pdf http://www.meredith.com/mediakit/parents/print/rates.html http://www.advertiseyourdrive.com/ARD_WhitePaper.pdf